Continuous Improvement

Breaking into a new market with a fresh and engaging approach, 'Continuous Improvement' is a web series and a creative campaign designed to elevate brand recognition.

Creative Direction,
Brand Strategy

Services

Gainsight

Client

2023

Year

"Continuous Improvement" represents a strategic and creative initiative aimed at penetrating a saturated SaaS market.By leveraging a web series format, this project introduced a novel approach to brand awareness, engaging audiences with its unique blend of humor and professional dilemmas.

Positioned as a distinctive entrant in the product analytics space, the series cleverly uses the narrative of a Product Manager and a couples’ counselor to highlight internal conflicts, illustrating the complexities of team dynamics. This approach not only captivated viewers but also significantly enhanced the client's visibility in a domain where they previously had minimal presence.

The series explores workplace culture, highlighting themes of fear, disconnection, and anxiety. We used usesd stark contrasts and tight framing to intensify these emotions visually. Amidst this tension, we skillfully weave in satire and humor, providing relief and a nuanced portrayal of office life. When it came to advertising, limited footage led us to use AI to generate additional imagery, enhancing the narrative and deepening character engagement.

Design Rational and Direction

Inspired by the anxiety in "Glass Onion" and the character focus of "The Office," the series offers a unique, reflective viewing experience that blends entertainment with insights into professional dynamics. From here, we weaved in marketing strategies that combined both traditional and unique channels to drum up excitement for the series and bring awareness to the initial launch.